The story is told of a farmer who had lived on the same farm all his life. It was a good farm, but with the passing years, the farmer began to tire of it. He longed for a change-for something "better." Every day he found a new reason for criticizing some feature of the old place. Finally, he decided to sell, and listed the farm with a real estate broker who promptly prepared a sales advertisement. As one might expect, it emphasized all the farm’s advantages: ideal location, modern equipment, healthy stock, acres of fertile ground, etc. Before placing the ad in the newspaper, the realtor called the farmer and read the copy to him for his approval. When he had finished, the farmer cried out, "Hold everything! I've changed my mind. I am not going to sell. I've been looking for a place like that all my life."